Seth Rogen revealed this week that he has been working on a starting a cannabis company for the last five years


Seth Rogen is introducing a new project — and it’s not another movie.

The comedy actor and writer, 36, revealed on Wednesday that he is launching Houseplant, a Canadian cannabis company that he’s been working on for years.

Rogen co-founded the new company with his filmmaking partner Evan Goldberg, who he collaborated with on the 2008 stoner comedy Pineapple Express.

Rogen announced the news on Instagram, posting a series of photos of their creative process. The actor captioned the post, “I’ve been working hard on Houseplant for five years. I can’t believe we’re actually launching. What a time.”

The Houseplant website, which features a retro-inspired design, explains that the company hopes to educate people about cannabis as well as provide it.

“We have a moral obligation to build an industry that commits to changing the injustices that continue to exist,” the website reads. “We are committed to working closely with other industry leaders, legal teams, politicians, and non-profits to help those negatively impacted or convicted by minor, non-harmful cannabis acts.”

There are currently three different cannabis strains (sativa, indica and hybrid) listed on the website. The latter two do not have release dates as of yet, but the sativa strain will be available for purchase in British Columbia in early April.

The site also features educational videos including one titled, “How to Roll a Joint” and one called “Understanding Portion Control.”

A statement released on Wednesday says that the company is “the result of years of experience and dedication, with each element and expression thoughtfully designed to make it easier for people to learn to love cannabis as much as Houseplant does.”

“Houseplant is a passion we’ve brought to life through drive and dedication,” Rogen said. “Every decision we’ve made for the business reflects the years of education, first-hand experience and respect we have for cannabis.”